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Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012
 

Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012

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    Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012 Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012 Presentation Transcript

    • Using Social-Mobile Media for Consumer Marketing Renate Nyborg, Director of Mobile, Edelman @renate© Copyright 2012 Daniel J Edelman Ltd.
    • At Edelman, we help brands leverage the waypeople use technology on the move... We help brands improve their sales, brand messaging, customer loyalty, and stakeholder engagement in order to achieve a range of business objectives. We have channel specialists in PR, digital, social, search and mobile, and will help you convert opportunities specific to your industry or target demographic. Including the opportunities that arise from 6 billion mobile phones...
    • FROM INTERUPTON THE ENGAGEMENT “The biggest mindset change for our marketers is realizing that mobile is not simply just another line item on the flowchart. As we evolve our Communications approach from an interruption to engagement, whereby we leverage Paid, Owned and Earned channels, it’s clear that mobile is the key enabler within this framework. We have built Billion dollar brands on the back of TV, but moving forward, our next Billion dollar brands will be powered by mobile.” Jay Altschuler Director of Global Media Innovation, Unilever© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Every single one of our clients isalready mobile• 58% of US tablet owners consume world, national or local news on their devices, with 1 in 4 consuming this content on a near-daily basis• More than half of Facebook and Twitter engagement is on mobile, and it’s already the number 1 media channel for most of China and India• By 2014 more people will access the Internet from mobile devices than from desktop PCs© Copyright 2012 Daniel J Edelman Ltd.
    • Social-mobile media have fundamentallychanged the way consumers behaveWe expect companies to listen when we publish our opinion (especially if we are complaining!) Tweet me @renate | Mail me renate.nyborg@edelman.com
    • This means we need to change the waywe market to consumersIn the UK, 46% of smartphone owners have used their device for store-related shopping,influencing 10% of electronics sales which is predicted to increase to 30% of sales by 2016. What are you going vs. to do about it? Tweet me @renate | Mail me renate.nyborg@edelman.com
    • It’s more than just apps...• Mobile is not defined by handsets, operating systems, apps or 1st, 2nd and 3rd screens• It is about tapping into specific behaviours and situations, in order to solve problems and create competitive advantages for your business• I will be talking about ‘mobile solutions’ - personal, local, instant, and seamless experiences that help us connect the dots between different parts of our life Tweet me @renate | Mail me renate.nyborg@edelman.com
    • What opportunities are you missing?• “A mobile friendly website makes a potential customer 67 per cent more likely to stay on the site and make a purchase” (Google survey, August 2012)• 95 percent of smartphone users who are conducting local searches. Of those, 90 percent of them will act on their results within 24 hours, while another 59 percent will visit a location• These are behaviours that are not just emerging, they are real and you need to at least understand what your customers are doing© Copyright 2012 Daniel J Edelman Ltd.
    • ARE YOU READY?© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Most of our clients are NOT ready 90% of Fortune 500 companies do not have a mobile website Many businesses are held back because of the wrong structure, or the wrong approach. This session is about understanding what the vs. opportunities are, what problems you can solve, and how to convert those insights.© Copyright 2012 Daniel J Edelman Ltd.
    • 1. Don’t make up astrategy, listen to data• Ask your IT manager to check your web trends: • What percentage of traffic is from mobile • Smartphones vs. feature phones • What are the 5 key actions e.g. email, purchase • Audience demographics • Operating systems • Drop-off rate • Etc• If you’re a brand or corporation, drop me an tweet or email and we may be able to do a free ‘mobile health check’© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Mobile Health Check1. Edelman client audit - What percentage of traffic is from mobile - Smartphones vs. feature phones - What are the 5 key actions e.g. email, purchase - Audience demographics - Operating systems - Drop-off rate - Etc2. Create 2 page proposal3. Send to client as a mobile website and physical print offer© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • 2. Don’t just build a ‘small website’• It’s very easy to just create a mobile friendly website (i.e. my website but just a bit smaller)• Focus it on 2-4 key actions someone will want to take e.g. McDonalds: • What can I eat? • Where can I eat? • Get I get a discount? • I need a job!• Leverage behaviours that will drive business KPIs for your business or industry for instance Interflora Tweet me @renate | Mail me renate.nyborg@edelman.com
    • 3. Define your ‘mobile vocabulary’Mobile is our ACTION channel• On a desktop website, it takes most visitors (70%) one week to act on a search — on mobile, it takes them one hour to act• Tag content to service location and intent e.g. a good breakfast restaurant in Istanbul• Think about situations e.g. it’s Valentine’s day....• Think about your audience and the language they use© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • APP STORE MARKETING© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • The app store is a crazy place! Less than 4% of the App Store Top 100 features Fortune 500 brands Apps lose 96% of their audience within a year 24% of apps are only opened once Tweet me @renate | Mail me renate.nyborg@edelman.com
    • 1. Define the benefits to your business 80% cost saving! Increase eCommerce, decrease store queues Tweet me @renate | Mail me renate.nyborg@edelman.com
    • 2. Give people a reason to changetheir behaviour Tweet me @renate | Mail me renate.nyborg@edelman.com
    • 3. Plan how you’ll getpeople to use itCase study: GBP Loyalty App• PR – Consumer and Corporate PR• DIGITAL – Blogger Outreach, Email, Video, Social, Online• IN STORE – Flyers, In store posters and ‘table talkers’© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Redirect!© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Social media!© Copyright 2012 Daniel J Edelman Ltd.
    • People & places! Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Promoted tweets Tweet me @renate | Mail me renate.nyborg@edelman.com
    • Marketing is not mathematics.There are no solutions, only experiments. Hugh MacLeod Tweet me @renate | Mail me renate.nyborg@edelman.com
    • STRATEGYThank you.Edelman is one of few agencies that INFRA-can manage the entire mobile life cycle STRUCTUREfor you.From strategy and build to app IP &marketing, engagement and TOOLSconversion, our global network ofresources brings powerful solutions tolife to drive inspiration, actions and MARKETINGpurchase behaviour. LAUNCHEmail: renate.nyborg@edelman.comTwitter: @renate ENGAGE- MENT